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UFA repositions digital outfit

Nancy Julius

FremantleMedia-owned German production group UFA is rebranding and repositioning its digital unit.

UFA Lab, which focuses on new narrative programming, branded content, social media strategies and virtual reality fare, will now be known as UFA X.

The unit will continue to be headed by co-MDs Nancy Julius and Tobias Schiwek, who has also been appointed as parent group UFA’s new chief digital officer.

UFA said the business, which was launched in 2009, has outgrown its status as a ‘lab.’ “We are relaunching UFA X because we’ve noticeably grown up,” Schiwek and Julius said in a joint statement.

Tobias Schiwek

UFA X produces scripted and non-scripted content, including award-winning investigative news show Jäger & Sammler for Funk, ARD and ZDF’s youth-oriented online content network on Facebook and YouTube, where it attracts hundreds of thousands of viewers.

It also partnered with UFA Technology and the Fraunhofer Heinrich Hertz Institute in producing the VR film Ein ganzes Leben and helped create YouTube channels for major brands like Johnson & Johnson.

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